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How BIKE Market centralized its product data and made processes more efficient.
Die BIKE Market GmbH is the largest bicycle market in Mecklenburg-Western Pomerania and is one of the leading bicycle retailers in northern Germany. Since its founding in Rostock in 1993, the company has developed into a modern multi-channel retailer with over 120 employees. The six branches, the online shop and our own master workshops offer a wide range of well-known brands such as Stevens, Giant, Cannondale, CUBE and Orbea.
sector: bicycle shops, e-bikes, accessories, services
Company size: Over 120 employees, multi-channel resellers
Sales channels: Six stationary branches, online shop, workshop service, bike leasing
markets: Northern Germany and Germany-wide online sales
Project partners: Cosmo Consult (ERP integration, Business Central)
With a growing product range and the increasing importance of the online shop, the effort required to maintain product data increased significantly. Many suppliers provided incomplete information; variants such as frame sizes, colors and equipment options regularly led to errors in the shop. There was also a lack of transparency about data quality and publication status. The purely manual maintenance significantly extended the time-to-market. The trigger was increasing maintenance costs despite already well-structured Shopify structures and the planned expansion of the product range.
Complex content creation due to missing supplier information
Many suppliers provided incomplete or poor quality product information. Content for numerous new products per year had to be added manually.
Susceptibility to errors due to variant complexity
Detailed product descriptions with various frame sizes, colors and equipment variants led to errors and inconsistencies in the shop.
Lack of transparency about data quality and status
There was no overview of which products were fully maintained or ready for publication.
Long time-to-market due to manual maintenance processes
New products had to be maintained purely manually; automation or mass processing were not possible.
BIKE Market GmbH, Cosmo Consult and ainavio jointly defined three central goals for future, scalable product data management.
1. Improve data quality
Structured workflows, quality checks and consistent product descriptions should significantly increase data quality across all variants.
2. Speed up product creation and maintenance
New seasonal collections with hundreds of items should be able to be created and maintained more quickly.
3.Create transparent processes
A clear overview of data quality and publication status should support the further expansion of the product portfolio.
Saving time in day-to-day business: Central administration significantly reduces the effort required to maintain hundreds of new products per season and eliminates unnecessary double entries.
Productivity increase: New seasonal collections can be published much faster through mass editing and automated content creation.
Cost reduction: More efficient product data maintenance and fewer error corrections in variants and configurations lead to noticeable internal savings.
High data quality: Structured workflows and integrated quality checks sustainably improve the consistency of all product variants.
Central database for all product information: All product data is maintained centrally and is available in a uniform form, which allows teams to work with complete and reliable information at any time.
Consistent product information across all channels: The online shop, branches and Click & Collect access the same content, so that product information appears consistently everywhere and customers get a coherent shopping experience.
Optimized processes for new products: Clear workflows and defined responsibilities make it easier to maintain new articles and create transparency as to which products are fully maintained and ready to be published.
High scalability for future growth: The clearly structured database makes it possible to flexibly expand the product range with new brands, categories or attributes without creating additional complexity, which makes it easier to expand the range of products in the long term.
Team satisfaction: Fewer repetitive data entries allow more focus on strategic content optimization and reduce frustration caused by errors in variants.
The introduction of ainavio PIM has significantly modernized the product data processes at BIKE Market. Central data storage and clear workflows ensure that product information is maintained more quickly and is available in consistent quality for the online shop and all branches. It is noticeably easier to maintain new seasonal models, sources of error are reduced and internal processes are made more transparent.
The combination of PIM and Shopify creates a future-proof system landscape that supports further growth. New categories, brands and attributes can be added flexibly without creating additional complexity.
As the next steps, BIKE Market plans to connect more branches, expand the brand portfolio and expand content automation to more efficiently supplement missing supplier data.
